Online video is rapidly developing into the mainstream and is evolving on three key fronts according to an in-depth analysis by Yahoo!.

The web giant believes that the evolution is affecting viewer consumption habits, the sharing of video content and even the video content itself.

In its research, Yahoo! found that fundamentally online video continues to grow significantly, specifically—and rather significantly in terms of advertising and other monetisation—full length movies and TV shows. Even though short video clips still represent the majority, as much as three-quarters, of online videos watched, in a given day 57% watched a fuller length online video. This represented a 33% increase from Yahoo!’s last online research in 2009.

The survey also showed a marked increase, by as much as 30%, in online video viewership between the hours of 6pm to 9pm. That is to say the mainstream post-work TV peak time. There was a commensurate dip in viewership between 9am and 5pm. Yahoo! suggests that such viewing patterns can be attributed in the main to the take-up of over the top (OTT) services like Netflix and Hulu, both of which Yahoo! notes have more than doubled since 2009.

Despite the worries of content owners that online video may lead to sharing of premium content over more insecure channels if not wholesale piracy, only just over a quarter of respondents stated they actually shared the video they just watched, compared to 34% in 2009. However in absolute terms the number of shared streams increased.

Perhaps a lot more reassuringly to content owners, Yahoo! found that video advertising receptivity increased when aligned with professionally produced content. For professional videos, viewers were significantly more likely to remember seeing the ad, retain product information or recall the brand being advertised.

Online video viewers were also receptive to ads in video environments that include content: 57% said that they enjoy watching a video next to an article and were more likely to watch the video to get more information, recall seeing the advertising, and view the video as “professional”. In other words be more receptive to advertising.